xii, 196 pages : 25 cm

Once advertising was all about being "on-message" and getting talking points right. But breakthroughs in brain science have confirmed what we all know but don't often admit to in business: people are primarily emotional decision-makers. About Face shows how 21st-century advertising can realize success by being "on-emotion" first and foremost. Using data from eye-tracking and facial coding to analyze consumer responses, it demonstrates exactly which advertising strategies are successful and why. Moving beyond the old "P's" of product, place, and promotion, Dan Hill outlines ten rules for emotionally effective advertising, including: -Keep it simple -Make it relevant -Be memorable -Focus on faces -Always sell hope -Don't lead with price Emotions rule decision making. About Face shows that by focusing on the three new "P's" of passion, purpose, and personality, ad campaigns can become more effective and emotionally engaging, taking brands closers to the customer

Includes bibliographical references (pages 175-183) and index

Get physical -- Keep it simple -- Keep it close to home -- Focus on faces -- Make it memorable -- Relevancy drives connection -- Always sell hope -- Don't lead with price -- Mirror the target market's values -- Believability sticks

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